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airline marketing
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#StoriesThat DeserveA Plane
brighton i360 BRITISH AIRWAYS British Airways has signed a five-year deal to be the exclusive sponsor of an ambitious building project and tourist attraction in the South of England. The British Airways Brighton i360 tower is designed by Marks Barfield Architects, who also conceived the iconic London Wheel back in 1999. When complete, the structure will stand 162 metres tall. It is being touted as the world’s first ver tical cable car and the world’s most slender tower. Visitors who dare to ride the 18-metre-wide glass viewing pod up to the top will be rewarded with 360-degree panoramic views of Brighton and the Sussex coastline. By putting its name on such a prolific attraction, British Airways says it highlights a commitment to its home country and local economy and cements its status as the UK flag carrier. According to the airline, DEC 2015 ISSUE
VUELING this project is the perfect choice for the airline, as the panned experience of riding the pod and looking down over Brighton and Sussex will very closely mirror the feeling that BA pilots have when they fly over the area. “Brighton is an impor tant place for British Airways as many of our staff live around here,” said Eleanor Harris, Chief Executive of British Airways i360. This bold sponsorship move also mirrors one by Emirates, which sponsored and named the London Emirates Air Line cable car near the O2 Arena, just in time for the 2012 Summer Olympics.
Airlines often given planes clever names to reflect their brand character, connect with followers, or simply have a bit of fun. But with its most recent aircraft naming campaign, Vueling has chosen to recognise people around the world who perform good deeds for their communities. Through a new initiative called ‘Stories That Deserve A Plane’ , Vueling invites people to share stories of individuals whose actions contribute to a better society on a dedicated site . The airline selects stories it finds most touching and commemorates the individual’s social initiatives by naming one of thir teen aircraft after them. The person who submitted a winning story on the site also wins two tickets for a Vueling destination, and those who share the stories Vueling selects on social media are entered in a draw for a free flight.
The airline has named five winners so far, including a New York couple who dry-cleans suits free of charge for jobless people going for an interview (video) ; the man who gave a job to the Syrian refugee who was infamously tripped by a Hungarian journalist (video) ; the man behind the Tutu Project to raise awareness of breast cancer (video) ; the founder of Juegaterapia, which collects used game consoles and donates them to hospitals with oncology units; and the bus of the future project, an initiative by a Moroccan 20 year old who raised funds to buy a coach so children living in remote Moroccan villages didn’t have to walk many kilometres to get to school.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
